Neolane confidentialCopyright Neolane – 2012 1
WORKING WITH SALES FOR EFFECTIVE LEAD NURTURING
Martin Smith, Head of Marketing
B2B Marketing Summit - June 2012
Neolane confidentialCopyright Neolane – 2012 2
NEOLANE IN BRIEF
European Leader in Conversational Marketing Software
Strong European & US Presence
Market Recognition Forrester Wave & Gartner Magic
Quadrant 350+ customers
Profitable with 30% to 80% Year-over-Year Growth for 5 Years
Neolane confidentialCopyright Neolane – 2012 3
NEOLANE B2B CUSTOMERS
Neolane confidentialCopyright Neolane – 2012 4
WHAT THE ANALYSTS SAY
Gartner Lead Management Magic Quadrant - Strengths
Functionality Partners Innovation Flexibility
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Neolane confidentialCopyright Neolane – 2012 5
DISPELLING THE MYTH
‘These sales guys have an easy time. They turn up late to the office, swan around, have a big lunch, demand that everything is done for them immediately, and then go home early’
‘Our marketing team just sit around dreaming up new brochures and datasheets, looking at promotional gifts & designing stands’
Neolane confidentialCopyright Neolane – 2012 6
ESTABLISHING COMMON GOALS
Get ‘on board’
Speak the Language
Corporate Goals Pipeline/Revenue/
Profitability Messaging
Education
Collaboration
Feedback
Neolane confidentialCopyright Neolane – 2012 7
DEFINING THE LEAD PROCESS
Executive Sponsorship Collaboration Common Objectives
Data & Target Markets Vertical/Geography Value Propositions
Understanding the Sales Process
BANT Sales Methodologies – SPIN,
TAS etc.
Call to Actions Whitepapers, Events,
Webinars etc.
Neolane confidentialCopyright Neolane – 2012 8
AUTOMATE LEAD SCORING
Position 5 Points
Corporate Email Address 10 Points
Industry Vertical 15 Points
Newsletter Registration 20 Points
6 Emails Opened 15 Points
2 Downloads 20 Points
Attended 2 Events 15 Points
___________________________
Lead Score 105 Points
Neolane confidentialCopyright Neolane – 2012 9
THE LEAD HANDOVER PROCESS
Hot
Warm
ColdFrom 5 to 50 points
From 50 to 100 points
Exceeds 100 points To sales
To inside sales
To nurturing program
Lead RoutingLead RatingLead Score
Leads are sent with all collected marketing information
Lead scoring, rating, and routing rules may be tailored to your organization (specific score, indirect sales force …)
Neolane confidentialCopyright Neolane – 2012 10
CLOSED LOOP REPORTING
Measure ROMI and Show Contribution to Revenue with Integrated Reporting and Analytics
Marketing contribution to sales pipeline Shape of marketing pipeline Marketing pipeline conversion rates Real-time view of marketing activities in progress …
Neolane confidentialCopyright Neolane – 2012 11
THANK YOU
QUESTIONS?
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